In Ireland, 7UP is not just a soft drink. It has the highest per capita consumption of any country in the world. The brand is embedded in Irish life in a way few global names ever achieve, with its own place in folk traditions and a presence at the festive table that predates most Christmas campaigns trying to earn the same ground.

The PepsiCo design team and 7UP's brand marketing team challenged us to create an iconic Christmas campaign that would own the holiday season for the brand.

The exploration started with the brand's graphic heritage. We developed strong concepts that drew on 7UP's visual language and introduced Christmas into that world. Fresh directions. Distinctive work. But something was missing.

The shift came when we focused on the product itself. 7UP had recently launched slim cans in Ireland, and we put it front and centre. With a confident, minimalistic approach, the slim cans became the entire visual proposition: sculpted into classic Christmas symbols, crafted entirely in 3D. Clean, immediate and entirely their own.

The 3D sculptures carried into motion with the same intention as the key visuals. Their forms animated in harmonic, considered sequences that gave the campaign presence across digital formats. Graphic layers drawn from the brand's visual language enriched the campaign alongside typography in motion, adding depth and range across every touchpoint.

The campaign launched across Ireland for Christmas 2024: OOH, bus placements, point of sale and digital. It was a bold creative choice. Where PepsiCo had traditionally leaned on photography-led campaigns centred on people and emotion, we backed a bolder one. Consumer research confirmed it: the minimalistic, product-led approach outperformed other routes tested, scoring above norm across brand fit, overall appeal and likelihood to drive purchase. Respondents kept returning to the same quality. It was simple, confident and immediately understood.

The campaign ran again the following year and extended into new markets. What began as a seasonal brief became the foundation of an ongoing partnership across multiple brands in the PepsiCo portfolio.